MUMBAI: Zee English is changing its look.
Beginning with the Miss Universe pageant that will be held in Panama in June, the niche channel will revamp itself, complete with different graphics, packaging and promotions. The channel will strengthen its Singapore base (from where it is currently uplinked) by putting into place higher end machines, hiring manpower to create more innovative ad films for the channel's programming.
The stress from the next two months will be on ground events, promotions in theatres and outdoor, besides tying up with teenage hangouts in metros. The idea is to change the image of the channel from one meant for mature audiences to one for the younger set. Zee MGM and Zee English business head Ashwini Yardi says inhouse research pointed to an appreciation of content but perception of the channel has suffered thus far.
The programming too is slated for a rejig. She Spies, a new show will go on air from tonight in the 10:30 pm slot, while the ninth season of Friends will air from June. The trendier Zee English will also air a CBS show Six Feet Under and a NBC sitcom series Hidden Hills from May. The Sopranos return with a new season in June.
The channel is also planning to focus attention on children's programming with action animation series on Sunday mornings and daily sitcoms. Music shows and teenage dramas are in the pipeline for the under 20 set. The housewife is not being left out either, a line up of afternoon soaps is also on the cards.